Ahh, digital marketing. If things aren’t changing, something’s wrong! And, of course, the time for more change is here, a change of seismic proportions.
This is the kind of change that will shake the foundations of marketing online forever. Big G (Google), the titan of the digital world, has begun its mission to remove third-party cookies from your Chrome browser.
This is a monumental update that means a total overhaul of an online advertising industry worth a cool $600 billion a year. In other words, wave goodbye to an entire era!
In the complex mechanism that makes up digital advertising, third-party cookies have been a linchpin for years. They allow you to create precisely targeted ads to serve your audience by tracking their online behavior. With their demise on the horizon, a new era of digital marketing will arise. That means first-party data will be taking center stage, along with a healthy dose of creativity when it comes to content.
Google isn’t the first to go this route; browsers like Safari and Firefox have already blazed the trail in the interest of prioritizing the privacy of their users. But since Google is the titan, the ripple effects of the cookie purge will stretch far and wide, which means you and other digital marketers will be forced to begin reimagining your advertising strategies without the helpful breadcrumbs that are third-party cookies.
Keep reading, friends, as we dive into the implications of this huge change and how you can navigate this new road in your digital marketing journey successfully. Though it may be a challenge, it’s also a great chance for growth and ingenuity. Embrace the challenge, embrace the new tools, focus on innovating, and be a leader in this next chapter.
Phasing Out Google Cookies: The Era is Ending
Google is considered to be the leader of the pack in the world of online search and advertising. Their decision to phase out the Chrome browser’s third-party cookies is part of a bigger picture that––due to increased demands by consumers and the evolution of regulatory standards–looks to enhance the online privacy of its users. We’re entering a privacy-focused timeline, which means that the traditional advertising tactics simply aren’t sustainable.
This is a critical timeline for you to understand. It was announced first in February 2020, and initially, the change was supposed to be a gradual one so that the industry could adapt. However, plans changed, and now the full impact is expected to hit this year in 2024, as third-party support for Chrome is eliminated. That means businesses like yours and mine have a pretty short window to start rethinking and retooling your digital marketing playbook.
This phase-out has far-reaching implications, as third-party cookies are the bedrock of how advertisers currently track the activity and behavior of users across the web, mine that data, and serve up personalized advertising experiences. Chrome holds a massive slice of the global browser pie, which means you will need to look for new methods to respect the privacy of your audience while still gathering the data you need to market to them effectively and adhere to stricter regulations.
Grasping This Cookie Apocalypse
More than just a catchy doom phrase, the “Cookie Apocalypse” should serve as a reality check. But if you still aren’t sure what it all means, keep reading. You’ve got to understand exactly what cookies are if you want to understand what’s now going to happen.
A cookie is basically a text file with tiny bits of data used to identify you, or more specifically, your computer when using a network, like usernames and passwords. There are different types of cookies, but third-party cookies, in particular, are usually linked to an ad somewhere and are created from websites that may not be the actual website you were just surfing.
Essentially, your history of browsing all across the web can be tracked and mined to allow marketers to better advertise to you. They can use that data to create a detailed profile to deliver targeted, personalized advertising.
Get weirded out when ads seem to follow you around the internet? You can thank third-party cookies for that.
Understandably, now that users are aware of this kind of tracking, they have concerns about privacy. This means that stricter regulations are only a matter of time. That landscape is already evolving with GDPR (EU’s General Data Protection Regulation) and the CCPA (California’s Consumer Privacy Act). Therefore, Google is only trying to get ahead of the game and has now made its move. You’re welcome!
How This Impacts You and Your Advertising Strategies
Well, you’re going to have to get creative, for one! But there are some specific ways this will impact you.
You’ll Lose Significant Data Points
To create super-targeted campaigns, you have to have very specific and comprehensive data. You’ll lose a good portion of that specificity, which means your picture of user behavior won’t be as comprehensive, at least not when it comes to their behavior beyond your own website.
You’ll Lose the Ability to Personalize
With the loss of comprehensive data on user behavior, you’ll lose the ability to create targeted and personalized ads and campaigns, at least based on their browsing history. This means you’ll have to get creative in personalizing your content without stepping on the privacy toes of your audience.
You May Find Your Costs Rise
It’s hard to predict, but some marketers think that the loss of third-party cookies means the costs of marketing will rise. You may have to invest in collecting and analyzing data via other means if you want to get the previous level of data third-party cookies offered. This also means you may need to reallocate your funds in order to get it, with a focus on first-party data instead.
You’ll Need to Rethink How You Measure and Attribute
Tracking conversions and getting a good grasp on the way different marketing channels contribute to your sales and outcomes was a third-party cookie perk. This means some rethinking is in order because you’ll have to find new ways and tools to help you gauge how well a campaign is doing. Unfortunately, there’s no true growth without challenges, right?
You’ll Need an Ability and Willingness to Pivot
Business is all about your ability to pivot when changes come. One pivot, in this case, is increasing your use of first-party cookies to inform your campaign strategies. These are the cookies your website sets for visitors and are a viable option to help you track user behavior while on your own website and how people interact with your content. More on that below.
There are some alternative options to third-party cookie usage too, like Google’s Privacy Sandbox and even email marketing, which is still alive and kicking, if a tad overwhelmed! The Sandbox is a move to help you run effective campaigns while still respecting your user’s privacy, offering a nice balance between the two.
Strategies to Help You Market Post-Cookie Apocalypse
There’s no escaping change. It comes whether you’re ready or not. With the death of third-party cookies, your ability to adapt will be crucial in keeping your business thriving. Below are some of the top ways we’ve come up with to help you do it.
Focus on First-Party Data, Friends
As mentioned, first-party data is going to be where it’s at for the foreseeable future. You need to put your focus there and learn how to collect best the data you need directly through your audience. This will include how they interact on your website, but it will also include more qualitative data collection methods, like customer feedback and surveys. The good thing is this kind of data is very reliable, so you can use it to personalize your campaigns with great success.
Consider Dipping Your Toes in Contextual Advertising
Contextual advertising may be making a comeback! This is the type of advertising where you target your ads in the context of what your users are reading on a particular webpage. So, if you have a blog post about home improvement, you would serve up advertising that’s relevant to home improvement or products related to it. The beauty of this is you don’t have to rely on any personal data to do it, which means it’s privacy-friendly and non-intrusive.
Spin It to Win It: Make Privacy Your New USP
There are plenty of folks who love the idea of more privacy when it comes to their internet ventures. They want their privacy respected, which means you can make this your new USP or unique selling proposition. Focus on being transparent about how you collect and use data, and brand yourself as different from the next guy in how you do it, making the privacy of your audience of paramount importance.
Consider New Platforms and Technologies
There’s nothing like diversifying to minimize risks, and that includes your advertising risks. You can leverage tools like AI for predictive analytics, use alternative search like visual and voice, and explore methods like blockchain to help with transparency in your use of private data.
Cultivate Strong Customer Relationships
Focus on improving engagement with your customers and building relationships with them directly. You can do this via social media channels by offering creative and interactive experiences and by prioritizing the creation of top-tier content that resonates with your audience.
Stay on Top of Consumer Trends and Behaviors
Again, nothing ever stays the same. Monitor consumer behavior because it changes as much as anything else in this world. Monitor the trends and use your ability to pivot and adapt to meet the expectations and preferences of your customers continuously.
Consider Data Collaborations
If you’re still struggling to create a comprehensive picture of your ideal customer, consider collaborating with a few key partners. You can share your insights with each other to help fashion a more cohesive view of your customer’s journey. Just keep in mind you need to be transparent about this collaborative approach with your audience and even consider giving them the ability to opt-out of this sharing of data.
Privacy-First is the New Reality
The death of third-party cookies is a significant milestone in the world of digital marketing. Yes, it will offer challenges, but it will also be an exciting chance to embrace creativity and innovation in everything you do, including how you collect and use private data from your audience. It’s a more holistic approach to doing good business, and with time, you’ll be an old hat at respecting the privacy of your audience!
Ultimately, you want to be a brand that is trusted by your customers, and the only way to do that is to learn how to better engage with your audience in ways that are meaningful to them. They aren’t just data; they’re people, and no business ever fails when it puts people first.
